Augustinus Bader is expanding its reach with a new, more accessible skincare line created in partnership with global pop star Dua Lipa. The line, named Dua, debuts globally Tuesday on the brand’s website and includes three products — a cleanser, a cream, and a glow complex — priced between $40 and $80.
The collaboration marks a strategic step for Augustinus Bader as it looks to connect with a younger audience amid slowing luxury skincare sales in the U.S. “We have always considered Augustinus Bader a technology platform,” said Charles Rosier, the brand’s cofounder and chief executive officer. “Using that technology for one brand was never the point.”
The partnership traces back to 2021, when the brand provided treatments for Dua Lipa and her family at a UNICEF gala in Saint Barth’s. Three years later, the result is a line powered by a new proprietary ingredient, TFC5, designed for users with less skin damage than Augustinus Bader’s traditional clientele.
“She [Dua Lipa] inspires a lot of people, and that age bracket is very complementary to our existing customer,” Rosier said. “This was an opportunity to engage another community — the products are for slightly younger skin and are slightly more affordable.”
For Lipa, the collaboration reflects her own streamlined approach to skincare. “We tried to simplify down to a highly efficient routine,” Rosier explained. “There is no fourth product in the pipe.”
While the line will initially launch as a direct-to-consumer brand, it will remain separate from Augustinus Bader’s main business. “It’s her brand and her identity, powered by our technology,” Rosier said. “People will discover Augustinus Bader science and our ethos, and maybe explore more of our products.”
With Lipa serving as chief creative officer, overseeing packaging colors and product textures, the brand combines the singer’s youthful energy with Bader’s skincare science. The launch aims to appeal to Millennial and Gen Z consumers increasingly focused on aesthetics and skin health.
